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Marketing for Hospitality and Tourism

Marketing for Hospitality and Tourism

Marketing for Hospitality and Tourism

Summary

This hospitality marketing book is comprehensive and innovative, managerial and practical, state-of-the-art and real-world. Easy-to-read and user-friendly, it provides examples and applications that illustrate the major decisions hospitality marketing managers face in their efforts to balance objectives and resources against needs and opportunities in today's global marketplace. An abundance of real-world examples and cases and experiential and internet exercises give users extraordinary insight into marketing situations they will actually encounter on the job. Real-world in focus, topics reflect the authors' rich combination of both teaching and international consulting experience in the hospitality and travel industries. PART 1: Understanding the Hospitality and Tourism Marketing ProcessIntroduces the concept of hospitality marketing and its importance. PART 2: Developing Hospitality and Tourism Marketing Opportunities and StrategiesExplains the role of consumer behavior and how it affects the marketing environment. PART 3: Developing the Hospitality and Tourism MixIdentifies and explains strategies for promoting products and the various distribution channels. PART 4: Managing Hospitality and Tourism MarketingHighlights the latest trends in electronic marketing, destination marketing, and planning for the future. For those with careers in hospitality, hotel, restaurant or tourism customer service or marketing.

Table of Contents

Understanding The Hospitality and Tourism Marketing Process

Introduction: Marketing for Hospitality and Tourism

Service Characteristics of Hospitality and Tourism Marketing

The Role of Marketing in Strategic Planning

Developinghospitality and Tourism Marketingopportunities and Strategies

The Marketing Environment

Marketing Information Systems and Marketing Research

Consumer Markets and Consumer Buying Behavior

Organizational Buyer Behavior and Group Markets

Market Segmentation, Targeting, and Positioning

Developing The Hospitality and Tourism Marketing Mix

Designing and Managing Products

Internal Marketing

Building Customer Loyalty through Quality

Pricing Products: Pricing Considerations, Approaches and Strategy

Table of Contents provided by Publisher. All Rights Reserved.

Excerpts

We would like to thank the students and instructors who have used this text in the past. Their support has enabled us to come out with our fourth edition in just ten years. This text is now available in seven languages, plus English. Students have told us Marketing for Hospitality and Tourism is both readable and interesting. One student wrote, ?I enjoyed reading this bookit didn't seem like I was reading a textbook.? The fourth edition maintains that readability. We had a team of students read each of the chapters to make sure the concepts presented made sense to them. Additionally, students were involved in the final choice of illustrations for the text. We wanted to make certain the illustrations were both useful and interesting. For instructors, we made the text flow smoother from a teaching perspective and a team of professors were involved in developing and producing teaching aids. The book is written with the hospitality and travel student in mind. The solicited and unsolicited comments we received from both students and their instructors were incorporated into the fourth edition. The authors have extensive experience working with hospitality and travel businesses around the globe. Our understanding of the hospitality and travel business ensured that the end result is a book that clearly explains marketing concepts and then shows how they apply to real-life situations. The book has an international focus. Domestic companies are expanding overseas, while their home markets are being invaded by international companies; business markets have become internationalized. We feel that students must be exposed to business and cultural examples from other parts of the world. Rather than have one chapter on international marketing, we have incorporated examples throughout the text. This text has truly evolved as a team project. Without the support of our students and faculty at other universities and colleges this book would not have developed into the leading book in its category. We thank you for your support and acknowledge those below who have been involved in the development of the book. We Welcome Your Comments We would like to hear your comments on this edition and your suggestions for future editions. Please address these comments to: John Bowen, Conrad N. Hilton College of Hotel Management, University of Houston, jbowen@uh.edu Acknowledgments This book is the result of the efforts of many individuals. Juline Mills, Purdue University, produced the PowerPoint Slides and Companion Website. Dave Grulich, Brevard Community College, produced the Instructor's Manual and Rich Howey, Northern Arizona University, produced the Test Bank. Jason Finehout, a graduate student at the University of Houston, helped with the research and development of the fourth edition. We owe special thanks to a number of people who helped make the first edition possible: Michael Gallo for his research efforts; Anna Graf Williams and Allen Reich of the University of Houston who served as early reviewers; Ming (Michael) Liang for suggesting the chapter review format; and Christa Myers for her help as project manager of the first edition. Carrie Tyler at UNLV for her research work and for serving as project manager for the second edition. Walter Huertas, Shiang-Lih Chen McCain, Michelle North, and Tracee Nowlak made up the students team for the third edition. Many thanks to the many students and the following persons who reviewed the first edition of the text: Jennifer A. Aldrich, Johnson & Wales University, Providence, RI; James A. Bardi, Penn State Berks Campus, Reading, PA; Jonathan Barsky, McLaren School of Business, University of San Francisco; David C. Bojanic, University of Massachusetts; Tim H. Dodd, Texas Tech University, Lubbock, TX; Rich Howey, Northern Arizona University; C. Gus Katsigris, El Centro College, Dallas, TX; Ed Knudson, Linn-Benton Community College, Albany